Competitive Strategies Of Chinese Cross-Border E-Commerce Companies

In recent years, Chinese economy was in a transition period and Chinese government is trying to deepen economic reform, paying more attention to long-term balanced development. Chinese government has introduced various measures to promote economic development, including free trade zone, Asian Infrastructure Investment Bank, One Belt One Road. These economic measures have not only promoted the development of China's economy, but also supplied opportunities for cross-border e-commerce.After the 2008 financial crisis, China's foreign trade has faced grim situation, its development reached bottlenecks, needs imminent upgrades. But, with the favorable policies issued for e-business enterprises, and the gradual improvement of the industrial chain for industry participants, cross-border e-commerce can change the existing adverse situation of China's foreign trade. What's more, overseas shopping became more and more famous, especially after the introduction of policies to support enterprises to carry out cross-border e-commerce in Free Trade Area. As a result, the competition becoming increasingly fierce, and e-business enterprises have to combine overseas shopping industry characteristics and their own development to develop an appropriate competitive strategy to win a bigger market.This paper will use PEST analysis, Porter's five forces model to analyze overseas shopping industry; using SWOT analysis, its official website and online overseas shopping practice to make sure the competitiveness level of Tmall international; At the same time, it will study the language issues, payment security issues, logistics issues, and customs issues faced by overseas shopping business.Based on the analysis, this article will make up some competitive strategies for Tmall international. For example, for consumers, implementing product and service strategy, brand strategy, and core competitiveness strategy; For internal corporate, conducting culture strategy, corporate talent strategy, corporate organization and management strategy; For external corporate, improving the payment system, completing the supply chain and logistics systems, and forming strategic alliances. At last, this article will give recommendations for our cross-border e-commerce enterprises and government to develop competitive strategies to earn a bigger market.